Reply to post:

90% of ads are wasted, the problem is in knowing which 90%. Which is why the holy grail of advertising is finding a method of targetting ads to those who will be receptive to them. The more that human legislators insist that targetting methods perform the way they insist they should rather than the way that results in the targetting working, the more useless that targetting becomes, the crappier the end-user experience as 90% of the content flung at them is irrelevent to them. Do you really want to be advertising fly fishing equipment in Railway Today just because legislators insist that's "fair"?